The Fan Experience Company, Bharat Army, and OneByTwo Entertainment have joined forces to launch an initiative set to transform how Indian sport connects with its fans.
The partnership’s goal is simple yet powerful — to win on the field and off it by enhancing the connection with fans, nurturing that relationship, and amplifying it through every touchpoint. By walking the fan journey, engaging meaningfully at each stage, and creating experiences worth sharing and reliving, Indian sport can achieve sustainable growth rooted in loyalty and community. This initiative aims to give the 12th man their rightful place at the heart of the story, crafting moments that will shape the future of Indian sport.
The Fan Experience Company founder Mark Bradley said, “Just as customer-centricity is vital in business, fan-centricity is the key to sustainable growth in sport. While results on the field can’t be guaranteed, the quality of fan experience can be. Those who make it the heart of their business and commercial plans not only strengthen loyalty but also create measurable long-term value. This partnership is about putting that philosophy into action in the Indian sporting landscape.”
For Bharat Army, this marks the next chapter in a journey spanning over 25 years. Speaking about this collaboration Bharat Army founder Rakesh Patel said, “For us, it has always been about creating experiences for fans — from the stands to the streets to digital communities — and making them feel they are part of something bigger. We believe that we are ‘The 12th Man’ and that has been our ideology ever since we started off over 25 years ago. This partnership is all about combining our growing on-ground experience with the expertise of The Fan Experience Company. Collectively, we aim to take fan engagement to the next level, creating moments that will live on long even after matches.”
OneByTwo Entertainment founder Anant Arora expressed, “We believe in unlocking the best value for our partners by creating experiences that go beyond commercial viability. Sports is all about fans, and we are delighted to play our part in this pathbreaking partnership that elevates and amplifies fans at the centre of all the action.”
